Singapore Airlines Nets PETA Litterbox Award for Ad That
Exploits Elephants
Peta Media Center
19th Jan 2008
Los Angeles - For attempting to increase its business by exploiting
an elephant in an advertising campaign, Singapore Airlines has been
awarded the "Bronze Scoop" in PETA's annual Litterbox Awards.
Singapore Airlines' print ad features a man holding a bullhook in
his hand while sitting on top of an elephant and forcing her to
bow. The ad's intent is to urge people to "Visit Colorful India."
Elephant handlers use bullhooksheavy rods with a sharp metal hook
at the endto force elephants to perform tricks by jabbing the
bullhooks into the sensitive skin behind elephants' ears and knees,
often drawing blood. Ironically, the Indian city of Mumbai recently
banned elephant handlers because of the beatings that captive
elephants endure at the hands of their keepers and the safety
hazards associated with forcing elephants to negotiate crowded city
streets.
"There's nothing 'colorful' about tearing elephants away from their
families and habitats and forcing them to perform for tourists
under the threat of beatings," says PETA President Ingrid E.
Newkirk, who grew up in India. "Tourists help perpetuate this
abuse, and Singapore Airlines is glorifying it with its thoughtless
ad."
PETA gives Litterbox Awards to companies that advertise in ways
that show a lack of compassion toward animals or that handle
animals irresponsibly. Joining Singapore Airlines are two other
companies that have attempted to boost revenues by using ads that
stink for animals: computer-supply company CDW and Exit Urban
Shoes.
The group also gives Glitterbox Awards to companies that depict
animals in a positive manner and promote respect for animals in
their advertisements. This year's Glitterbox winners include
General Motors for a Chevy commercial that raises awareness about
vegetarian diets and protecting the environment and Georgia-Pacific
Corporation for a Brawny paper towels ad that shows a "man's man"
as he humanely removes a spider from his house. All winners in both
categories are featured in PETA's quarterly magazine, Animal
Times.
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